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NEWS ARTICLES Political
Parties Invest Little in Publicity for Hispanics ELENA
KENNY
Despite signs that the Hispanic vote will be a key element in the November elections, Democrats and Republicans are investing a negligible amount of their publicity budgets in the Hispanic media, confirmed a group of experts yesterday.. “When we presented to the candidates the fact that this election could be decided by the Hispanic voters, they answered: ‘Yeah, Yeah’, but then their campaign directors do not invest in Spanish publicity” said Ray Rodríguez, President and General Director of Operations at Univision Networks. “It is frustrating”. James McNamara, President and General Director of the television chain Telemundo, estimated that the political parties have spent “less than one percent” of their publicity budgets in the Hispanic media. “But we keep insisting that they increase that percentage”. Both executives served yesterday on a panel called Bringing it Together: The impact on Hispanic Advertising, as part of the agenda for the first day of conference of the 16th biannual reunion of the Association of Hispanic Advertising Agencies (AHAA). The meeting took place in the Baltimore Hotel with over 500 industry allies from all over the country in attendance. A publicity market that is increasingly more competitive will facilitate the wave of mergers and acquisitions in the Hispanic media. This will provide advertisers with a national press media platform which would make their decision making easier, said José Lozano, Vicepresident of Impremedia LLC, and other panelists. Impremedia is the result of the merger of the newspapers La Opinion of Los Angeles and El Diario/La Prensa of NewYork. “The creation of a national brand with local roots is key at this moment” commented Louis Sito, Editor of the newspaper Hoy and Vice-president of Hispanic Media, Tribune Publishing, who was also serving on the panel. Since the 2000 Census, when Latinos emerged as the main minority group in the U.S., advertisers “are slowly getting the message” as to the many advertising opportunities available to those interested in the Hispanic market, said Carlos Santiago, President of The Santiago Solutions Group. On another note, Manuel E. Machado, Executive President of the Miami agency Machado García-Serra, undertook the Presidency of AHAA today.
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